How to Get in Front of 500,000+ Potential Customers for Free

This episode is brought to you by Shopify. Try the e-commerce platform I trust for Glossier. Start your free trial at shopify.com/happy. And Zazzle. Save 25% on your first order today at zazzle.com with code EARN. Monarch Money. Get your first year of Monarch Core for half off at monarch.com with code EYH. Northwest Registered Agent. Visit northwestregisteredagent.com/earnfree and start using free resources to build something amazing. Indeed. Indeed is giving Earn Your Happy listeners a $75 sponsored job credit to help get your job the premium status it deserves. Just go to indeed.com/podcast right now and support our show by saying that you heard about Indeed on Earn Your Happy. Hardly anyone is doing it right. I've been talking in front of people telling them like, you know, out of all of these interviews that I have done with people, even the expert interviews, I would say that 85 to 90% of them are not good. Like they're just okay. We had, we had a nice conversation, but I wouldn't say this is an interview that I saw people immediately sharing with their friends like, oh my God, I, you have to listen to this. And that's the difference is there's an actual formula that can make you be the person that people share and wanna buy from immediately. And we're back with another episode of He Said, She Said.

Okay, we're going to talk about sales channels today. What is a sales channel? How to create sales from your sales channel. If you haven't heard the term sales channel, it's going to be a really great education. If you have a rough idea of what one, we're going to blow your mind because we're going to talk about a couple of free sales channels that could be minting you money instead of paying for leads the way that you've been taught that you have to do. Before we do that, Lori, you have an incredible new product coming out for people that's directly related to tapping into one of their greatest sales channels that they have never made an intentional effort at before. Tell us about it.

So it's called Million Dollar Guest, and it is exciting for people who have been fighting the algorithm forever, and it's exciting for people who are, I call it a long-form girly in a short-form world. So if you're a long-form expert in a short-form world where you're like, I know I'm good at what I do. I know that I'm good at telling stories. I know that I'm somebody who loves to give context, and it's been really challenging to fit that all into a 7-second reel. This is absolutely for you, whether you are a coach, an industry expert, you have a product, you have books, you have different offers that you have that you're like, man, I wish that I could just get in front of an audience and tell the whole story. This is the way that you essentially go and borrow trusted audiences. I'm explaining the entire reason why this converts faster if you understand the formula that I'm gonna be teaching. So after 10 years of watching 2 different people sit in the chair over and over again, and one leaving with just content and a so-so podcast, or I had Samantha Skelly come on and told me, and she just absolutely crushed this formula. She came on and let me know that 30 days, up to 30 days after, she made an extra $100 grand in her business directly from the podcast. Everyone said they had heard from being on your podcast. Yes. And so I've been getting testimonials over and over and over again like this, and I'm about to show you everything from pitch to publish, what the difference between the two, guess, is, and how this can be one of your biggest sales channels.

Guys, let me be clear. This is not about starting a podcast. This is not about having a podcast. This is not about hosting a podcast. From two very successful podcasters, we are telling you that if we started again, that is not the route we would take, although we're grateful for our podcasts.

Mm-hmm.

We would take the route of becoming a professional million-dollar guest on other people's podcasts. And that'll become your most valued, most diversified, most underutilized sales channel you have ever had in your life. And the best part is it's free. It just takes a little bit of practice. And your time. That is it. So if you want to register for the formula that Samantha Scully used and everybody else on Lori's show who's walked away with, you know, $25 grand the first day, $100 grand the first 30 days, you know, million dollars over time. These are all real examples. If you want that formula of how to appear on a show and have that happen for you, hit pause right now and go register for Lori's free training. There's literally 6 different dates to choose from. Free training, no catch. She's giving you the formula. Right now, hit pause and go to milliondollarguest.com/training. That is milliondollarguest.com/training. Okay, so let's talk about sales channels so you understand whether it's through, you know, being a guest on other people's podcasts or other ways. If you are frustrated that you're not getting enough sales, there's a lot of reasons that could be contributing. But the truth is you probably haven't sat down to examine what are my best sales channels and where am I putting all of my resources? So when I say resources, I mean your time, your energy, energy and your money, because those are the things that go into a sales channel. Now, you're always going to be giving 2 out of the 3 to any given sales channel. 2 out of 3 resources. What do I mean by that? Remember I said it's time, energy, and money. So you're either giving your time and energy to learn a sales channel like social media and post and post and trial and error and post again and trial and error, right? That's giving you time and energy, but not money necessarily. Or you're giving your energy and money, right, to ads. You're going out, you're finding the right ads team. They're spending some money. It didn't work out. Find the next ads team. They're spending some money. It didn't work out. So you're giving your energy to finding the right ads team until you finally find the one that actually cracks the code for you. And by the way, there's great ads teams that just aren't a good ad team for you. That's what makes it so difficult sometimes. Or you're giving these resources to another sales channel. Don't worry, we're going to break down sales channels for you. The important thing is this, that you understand, number one, that you have or have to have a sales channel. I bet a lot of you haven't really stopped to think about that before. And number two, that you understand what it is so you're not wasting your resources. Because here's what kind of happens. People waste all of these resources on what I call the machine gun approach, just spray and pray type of approach when it comes to their sales channels. They do a few posts here and they wonder why it didn't pop off.. And then they get on one or two podcasts and they wonder why it didn't pop off. And then they start a podcast on their own. They say, oh, this is too hard. It's growing too slow. And then they say, oh, I'm going to do a couple of YouTubes. Why didn't it pop off? They say, I know, finally, I'm going to run ads. I've been holding out this whole time. I'm going to run ads. So they, they make the scary hire and they hire the agency and the agency says, hey, it's going to take 6 months before we really dial this in of you paying our retainer plus ad spend. And you say, okay, I guess that's what I have to do. And 3 months in, they're not producing and you fire them even though they told you it's going to take 6 months. And I get it. But you see the money going out the door without the ROI coming in yet, and you're like, maybe I'm not meant for this. That's what I mean by wasting your resources because you spray and pray. You're scattering them all over instead of dialing in one. So what are sales channels? A sales channel is simply a channel. And I don't mean a literal channel. Call it a source that brings you your most sales. A sales channel is a source of leads that brings you your most sales. So let's go back to ads. Facebook ads, Meta ads, is a possible sales channel. You're running ads and hopefully it's bringing you leads that convert. That's an example of a paid sales channel. Starting a podcast or starting a YouTube show is another sales channel. That's where you are the long-form content producer and you're hoping that you produce enough and good enough long-form content that people tune in time and time again to build trust over time. And decide that they want to buy what it is that you have to offer. Another example of old school sales channels is when people would mail out flyers. You still get these in your mailbox today. The local, you know, window washing company, the local cleaning company, they'll leave— the local painting company, they'll leave flyers in your mailbox. Well, those flyers are a very intentional paid sales channel. Think about like, I know ads on TV aren't much of a thing anymore, but those of you that grew up in the '80s and '90s, advertising on TV, or if you remember the 30-minute infomercials, like what Dean Grassiosi did so well back in the day, those were intentional sales channels that took creative and money to be able to do. Now, social media is the sales channel that people tend to use the most. They think, if I can just get a viral post, that'll solve all my problems, or if I can just learn this, that'll solve all my problems. What I love about social media as a sales channel is that it is free. Remember the re— 3 resources? It's just your time and energy to get it right. But I'll tell you what, it is tough to master. You have to have the right skills, the right patience, put in the right number of reps. You have to have the right structure. You have to learn what the algorithm wants today, not just 6 months ago, and certainly not 2 years ago. You have to be on top of all of that. So it's a great sales channel, but it's one that is a living, breathing sales channel that's always changing. And if you don't have the time and energy to stay on top of that, then I don't want to say this, but the truth is you're never going to master that sales channel. You think about the people that have really mastered that social media sales channel. Maria Wendt, Jen Gottlieb, you know, Lori sitting here next to me. They've mastered the social media sales channel because they put probably 20 or more hours per week into their content. Trial and error. What are people liking? Trial and error. What are people responding to? Trial and error. Which ManyChat call to action is working? Over 20 hours a week minimum. So if you're not putting in over 20 hours a week trying to master your social media, it's never going to be a strong sales channel for you, even though it's quote unquote a free sales channel. So where does this bring us? The most underrated, yet most profitable and consistent sales channel available to you is tapping into other people's audiences. Or as Lori will say, profit off of other people's podcasts. P-O-O-P. That spells poop. It's terrible.

Because it's the shit.

Because it's the shit. So how do you profit off of other people's podcasts. You're borrowing their audience for 45 minutes to an hour while the host interviews you. Now, here's the good news. The host has already done all the work. They have earned the trust over the years of—

of the Oprah effect.

It's the Oprah effect. They've done all the work. There's something called a trust transfer that the host who did all the time and energy and work, the trust that they've built up by building that podcast, they're transferring the trust to you. Lori, you talk about trust transfer all the time. Explain it in your way.

It's essentially when your best friend or somebody close to you that you are like, oh, I love this person, I listen to them all the time. And this is what happens with a host and listener relationship. This is what happens when we love to watch someone on TV. It's like, I love that person. I know who they are. I've been listening to them for years. I feel their energy. You see them on YouTube, you listen to their voice, you're listening to them while you're in the car on your commute, you're listening to them while you're getting ready, you listen to them with your husband on vacation, in the bathroom, in the shower. So you've, you've created all of these really intimate moments with that host where you trust them. And in the moment that that host transfers trust to a guest, it's just like if your best friend said, hey, you got to go to this hairstylist. Hey, you got to go see this girl. Hey, this is my therapist. Like, literally, it's immediately, oh, they like this person, so I will too. So I will too. And so you are collapsing years of trust and years of earning trust. Literally, you can collapse a year or 2 years or 3 years in one podcast because I could sit with someone and say, you know, I think you're incredible. I think that you're the absolute expert in X, Y, and Z, what you're doing. And all of a sudden someone hears me say that who's been listening for 5 years and they're like, okay, She did the vetting for me. Now I can listen completely without any guard up. So this is what is happening on podcasts. I had a woman named Samantha Skelly years ago, and she had very small audience, maybe, maybe in the thousands, like a few thousand, and nobody knew her name yet. And she came on the podcast and ended up making $100,000 30 days later directly from the show. Directly from the show. And so that was because of so many reasons that I'm going to be sharing, but she did the formula essentially perfectly and the trust transferred immediately over to her. I did the vetting for them knowing that she was someone who actually came by way of another friend of mine. And this is what is possible, which is mind-blowing. So obviously these are not normal results, except I have been seeing it. Through the 10 years in a mind-blowing way.

Well, here's the truth. Lori's done over 1,600 interviews. About 100 of the 1,600 people have walked away making a ton of money. 1,500 have not. And so when we dissected, why did those 100-ish people make a lot of money and 1,500, I don't wanna say wasted their time, but kind of wasted their opportunity. What's the difference? And that is the formula that we have dissected.

So what's so great is if the other people would have done this, they would have had great results as well. And I think this is the part that I want you guys to get. Hardly anyone is doing it right. I've been talking in front of people telling them, like, you know, out of all of these interviews that I have done with people, even the expert interviews, I would say that 85 to 90% of them are not good. Like, they're just okay. We had, we had a nice conversation, but I wouldn't say this is an interview that I saw people immediately sharing with their friends. Like, oh my God, I, you have to listen to this. And that's the difference is there's an actual formula that can make you be the person that people share and wanna buy from immediately. If I had to hire someone for my team tomorrow, I wouldn't just want someone who can check a box on a resume. I'd want someone who already gets our world. I want someone who understands podcasting, the brand, the fast pace of running multiple businesses at once, someone who could jump in and handle the chaos with me. And honestly, that's exactly why I turned to Indeed. Sponsored jobs for because people are finding quality hires on Indeed right now. In the minute that I've been talking to you, companies like yours made 27 hires on Indeed according to Indeed data worldwide. That's the kind of speed and quality you want when you're building a team, not just filling a seat. Spend less time searching and more time actually interviewing candidates who check all your boxes. Less stress, less time, more results. When you need the right person to cut through the chaos, this is a job for Indeed sponsored jobs. And listeners of this show will get a $75 sponsored job credit to help get your job the premium status it deserves at indeed.com/podcast. Just go to indeed.com/podcast right now and support our show by saying you heard about Indeed on this podcast. Indeed.com/podcast. Terms and conditions apply. Need to hire? This is a job for Indeed sponsored jobs. Indeed is a paid sponsor of this podcast, and I only share products I actually believe in. If you've been sitting on a business idea forever, I see you because I was you, and Shopify makes it stupid simple to just start. Everything you need to sell something is already set up for you from day one. You don't have to wait until it feels ready. You literally just start. The second your first customer's ready to pay, Shopify checkout makes sure they finish. And when they come back, their info's already saved. One tap and it's done. Half of you have almost launched something before. Getting paid was never the part you were missing because Shopify handles the setup and the checkout. You get your time back for the part that actually grows the business. That's the whole point of this show. Build it around your life, not the other way around. Honestly, I don't just read ads for this. I run Glossy on Shopify. It's my CRM. It's where I manage every customer, and it's the same system whether you're Gymshark or you started this week. See what it can do at shopify.com/happy. With Shopify, nothing stands between your idea and a real business, so go make it one. Start your free trial at shopify.com/happy. Start your free trial at shopify.com/happy. Okay. One of my favorite things I get to do, and it doesn't happen nearly enough, is to throw milestone parties for my family. I've done it for my parents, for people I love, and honestly, it's become a little bit of a thing that I'm known for. The one that still means the most to me was my parents' 50th wedding anniversary. You guys, it's 50 years married, and I wanted everything to feel as special As that number sounds, and if you've ever planned something like that, you know that the sheer volume of stuff sneaks up on you. And I didn't know about Zazzle back then. One place to design everything, match it all to the same look, and not have to piece it together from 5 different websites. So if you've ever been the person planning an event, Zazzle is how you pull it off without losing your mind. One place, one style, fully customized from the first invite your guests get in the mail to the last card they leave with. Zazzle covers the full event invitation. Save the dates, place cards, programs, signage, party favors, thank you notes, all customizable to match your colors, your fonts, your whole vibe. 3 steps. Pick a product, find or build a design, add your details. That's it. Zazzle handles the rest. Over 30 million customers have trusted Zazzle with their most important moments. Right now, save 25% on your first order at zazzle.com. That's 25% savings on your first order at zazzle.com. Go make something z amazing. Zazzle.com.

Okay, so if you want to get in front of 500,000 people or more every year that never heard your name moments ago, and then by the end of 30, 45 minutes, 60 minutes, had absolute trust and authority and belief in you, then here's what you need to do. You have to learn the 3 phases of turning somebody else's audience into your number 1 sales channel. The first phase is getting in front of the audiences. This is how do you find the shows? How do you book the shows? How do you get the host to say yes to you instead of somebody else? There is an art to that. Lori's gonna teach it for free. Then the second phase is during the interview, how do you win over the listener? This is not magic and this is not just charisma. There is a formula to how you tell the stories, what stories you tell, no matter what the host asks you, and how you sneak yourself special call to actions in. And that brings us to the third part of the formula, and that is how do you convert? It is not enough to win somebody over on a podcast and then hope that they're going to come find you at the end of the show. You have to have certain call to actions that you sprinkle in throughout the show that compels them to grab their phone and opt in to your audience, your email, your text list that you own right? You're taking people from an audience that you're renting for 45 minutes into an audience that you own and not just have them on your list, but have them excited for the one product that you are most known for offering. That 3-part phase is what you have to master, and that is what Lori is going to teach for absolutely free coming up next week. Now, if you want to get on that training, literally right now, hit stop, hit pause and go to milliondollarguest.com. Www.patreon.com/training. And why do I say get yourself in front of 500,000 people? Check out how easy this is. A small show has 500 listeners. A big show has 25,000 listeners or 100,000 listeners. So say in the beginning you only book yourself on small to medium shows. If you averaged 2 interviews a week for a whole year on shows that average 4,000 listeners, you know, some have 10,000, some have 900, That would be 500,000 people. I want you to picture that's like 7 or 8 arenas. Mm-hmm. That's 500,000 people that spent an hour with you methodically winning them over because you know the formula. Do you know what that would cost you in terms of ads? That would cost you between $500,000 and $5 million. Mm-hmm. Instead, this would cost you about 100 hours of being interviewed while somebody else does the heavy lifting.

And you just get better.

And you just get better. That's why it's so important to master this. 500,000 buyers that you won over that you didn't have to pay for, as opposed to paying $500,000 to $5 million for that same number of leads and exposure. All right, guys, seriously, hit pause. This is the end. Go to milliondollarguest.com/training. That is milliondollarguest.com/training. There's 6 dates to choose from, totally free. You're going to walk away being very skilled at this.

I'm so excited to hang out with all of you guys. This is a skill that is not just about podcasting. If you master this, you're going to be so good at social media, at storytelling. You can essentially step on stage and do a keynote with this. It's going to make you the expert. Like, this is how you create authority. Authority comes in long form and it's just a fact. No matter how good you are on social, you can go and look at every single big expert out there and they have long-form content that you can go and binge.

All right, guys, thanks for listening. We'll see you on the training.